SomeOne has created a new visual identity for the World of Wedgwood, the home of the historic pottery brand based near Stoke-on-Trent.
Visitors to the World of Wedgwood can meet the people who craft the intricate pieces, and elsewhere on site, there is a gin distillery, shops, a tearoom decked out in Wedgwood, a fine dining restaurant, and a V&A collection featuring archive pieces.
The new identity showcases the brand’s signature Wedgwood blue colour – a light blue developed by founder Josiah Wedgwood while experimenting with his ‘jasper’ stoneware. This is accompanied by complementary colours that are designed to feel seasonal, and others that work year-round.
The art direction for the photography is restrained but feels in keeping with tasteful interior or beauty brands, making the most of textures associated with pottery, including powder, paint, clay, bone china, and slip (clay particles suspended in water).
As part of the project, SomeOne also created a set of illustrations inspired by the lines formed in clay on a potter’s wheel, as well as a verbal identity that aims to “invigorate” the historic brand.
It would have been all too easy to lean into typical heritage or craft aesthetics here, yet the new identity manages to gently push the World of Wedgwood in a more thoughtful direction.